Communication strategies in agricultural extension in Ghana: Studies on adoption in cashew production in a rural Ghanaian community

Abstract

The study examined the educational and communication strategies used by extension agents for the adoption of cashew production in the Kpandai agricultural zone. A total of One hundred and forty (140) cashew farmers, twenty-two (22) agricultural extension officers from the various cashew farming zones and three (3) district agricultural officers were sampled for this study. Structured questionnaires and focus group discussions were used to collect relevant data respectively from the key informants and the farmer groups. Data was analyzed using percentage, frequency, mean and a four Likert-type scale. The results show the Kpandai district has highly educated extension officers which was a catalyst for innovation adoption and knowledge transfer. The study further revealed that face to face, demonstration, entertainment-education through community radio programmes and focus group discussions were extensively and efficiently used by extension agents who were seen as agents of change. Majority (95.7%) of the respondents agreed that these strategies had yielded in high adoption rate and contributed to increase cashew farmer groups. However, the study revealed that the incorporation of indigenous information dissemination methods like town hall meetings, and town criers in the extension paradigm had helped tremendously since farmers learn easily by the use of these strategies. The researchers recommended that indigenous information dissemination strategies should be an integral part in education and communication strategy which need to be considers seriously in extension delivery services so as to improve the adoption rate among cashew farmers.